The paper outlines a methodological approach for investigating how consumers create brand meaning using the material resources companies provide. The approach draws from Material Engagement Theory—to discuss the role of consumers in creating patterns of meaning by engaging with objects. It also...
KEYNOTE ADDRESS John F. Sherry, Jr. is Herrick Professor of Marketing at the University of Notre Dame. He has researched, lectured, and consulted around the globe on issues of brand strategy, experiential consumption, and retail atmospherics. He is widely published and a Fellow of the American...
EPIC Profiles Series EPIC2016 Keynote Speaker John F. Sherry is the Raymond W. & Kenneth G. Herrick Professor of Marketing in the Mendoza College of Business and Professor of Anthropology at the University of Notre Dame. Join John at EPIC2016! I caught up with Dr. John F. Sherry, joint...